"Mystery Shopping System": It is an important weapon used to supervise and manage the terminals of service companies. It is not patented by Starbucks, there is a similar system in KFC. The person in charge of KFC's quality control department recruited some people with high physical fitness from the society but had no connection with KFC, and provided them with professional training so that they could understand KFC's food temperature, weight, color and taste standards, as well as service five What are the steps, what should be the service time for each customer, etc. After receiving training, these inspectors began to purchase meals from restaurants from time to time as ordinary customers, and scored according to the requirements of a unified evaluation form around the world. The content of the evaluation is as detailed as: "When you come in, whether the person greeting you, whether he is at the door or at the counter, makes eye contact with you and smiles." Neither ordinary employees nor the general manager of the company know these inspectors, so these mysterious inspectors are called "mystery shoppers." These "mysterious shoppers" come and go without a trace, and there is no time pattern, which makes the branch managers and employees tremble every day, walking on thin ice, not daring to neglect at all, and follow the headquarters' standards to the letter. The inspection results of these mysterious shoppers are directly related to the bonus levels of employees and managers. Therefore, no one in the restaurant takes chances to deal with the day's work, but does every job down-to-earth. At Starbucks, the "mystery shopper" is an evaluation mechanism established to check the service standards of "making every cup of coffee for customers." That is, in addition to the usual theoretical knowledge inspection and practical operation inspection, they entrusted a company with inspection capabilities to secretly send people to pretend to be customers and come to Starbucks branches to make purchases. After inspection and comprehensive consideration based on performance, the service quality of a certain store is determined, whether a certain clerk can be promoted, etc. At Starbucks, many ordinary clerks, senior clerks, trainee supervisors, supervisors and store managers are promoted through level-by-level inspections in this way.
Interactive service: Starbucks knows that every customer who enters the store is the most direct consumer and should strive to make them a regular customer. To this end, Starbucks conducts in-depth training for its service staff so that they can Each employee has become an expert in coffee, and thus begins in-depth interaction with customers. The staff and customers can discuss various knowledge about coffee together, including planting, selection, tasting, and also discuss the culture and even anecdotes about coffee. Anecdotes and answers to various inquiries from customers. Customers gradually have the feeling that in addition to self-service and ambience, they can also gain a lot of coffee-related experiences, and use this as a basis to tell their friends and family. The service staff also take this opportunity to reflect the interests, hobbies and problems learned from the customers to the company, so that the company can obtain the most accurate information to formulate sales strategies more effectively. This interaction makes the relationship between the two parties closer. Not only that, Starbucks is even more unique in its interaction with customers. For example, the Starbucks counter must be placed not far from the door. Starbucks requires its employees that when a customer enters the store, no matter how busy the bartender is, they must turn around and make eye contact with the customer, smile and say welcome. Some Starbucks branches also put a letter asking customers to provide comments on the sugar and milk bar. It says "Let's do better." As long as customers reply to the letter, Starbucks will reply one by one, keep a record of it, and invite them to participate in company-organized activities in a timely manner. Starbucks has established a regular customer club, which mainly attracts members who join voluntarily. Most of the communication between Starbucks and these members is through the Internet, and members will receive Starbucks information every month. On the occasion of the second anniversary of Starbucks' re-entering Shanghai, they held an essay contest on coffee experience. As a result, through this club, more than 1,000 articles were collected in a short period of time. Starbucks also communicates with customers by setting up free coffee lectures, with more than 140 lectures held in Shanghai in 2002 alone. By empowering employees to cultivate the brand and through good interactions between employees and customers, Starbucks has successfully passed on its coffee philosophy to customers, who in turn attract a large number of potential customers to Starbucks branches through word-of-mouth.
Self-service: Starbucks places great emphasis on its free style. Therefore, it adopts a self-service operation method. After ordering at the counter, customers can find a seat to rest for a while, or they can go to the waiting area next to them to watch the clerk prepare coffee, and wait until the customer hears the waiter calling out their order. After picking up something, you can pick it up with joy.
In the supplies area, there are a variety of condiments, such as toffee, creamer, cinnamon powder, and some tableware, which you can take by yourself. Self-service frees consumers from long wait lines, reduces wait times and gives them more control. It’s this experience of freedom that makes Starbucks so appealing. Due to the self-service consumption method, customers who come to the store will not lose their mood when they are greeted with "What do you need?". Instead, they walk to the counter on their own and choose the drinks and other snacks they need, including straws, Sugar, etc. are also available on your own. After placing your order, the waiter will quickly bring you the coffee you need and give you a faint smile. Many things at Starbucks are done in a subtle way, the faint fragrance of the coffee, the faint smile of the mermaid, the faint music in the store, the faint leisure in the experience... these are all unique to Starbucks.